PepsiCo is leaning heavily on the “up” in 7Up with a brand refresh for its 94-year-old lemon-lime soft-drink brand. The phrases “up up up,” “new get up,” and “up-liftment” are all part of the rebrand messaging.
The biggest component of the new design is a chunky drop-shadow coming off of a spiffed-up numeral 7. That shadow creates the perfect “white space” on which to place a conspicuous red “up” dot. The entire design is simpler, has more personality, and is definitely more individualistic in the wide world of lemon-line beverage competitors.